Expansion of sustainable fashion in Maleny with new store, Fray
A fresh chapter is set to begin in Maleny’s boutique retail scene this September, with the launch of Fray — a sister store to the much-loved Fable. This exciting new addition is the brainchild of lifelong local Fiona Halliday, who continues to shape the town’s fashion landscape with her thoughtful and sustainable approach to retail.
Fiona first stepped into the spotlight two years ago when she took over the well-known Chapter 3 clothing store from longtime owner Judi. In a move that signalled a new direction, she rebranded the business as Fable just over a year ago. Since then, Fable has flourished, earning a loyal following for its carefully curated collections focused on natural fibres, ethical production, and timeless style.
Now, Fiona is poised to expand her vision with the opening of Fray, located right next door to Fable in a newly renovated retail space. While Fable is known for its refined, elegant aesthetic, Fray will offer a more laid-back, streetwear-inspired range. The new store will stock high-quality, comfortable wardrobe staples for all ages, staying true to the same sustainable and ethical principles that define its sibling.
“Fray is about creating accessible, everyday fashion that people can feel good about wearing — both in terms of comfort and conscience,” Fiona explains. “It’s a natural progression of what we’ve built with Fable, but with its own distinct identity.”
The expansion reflects Fiona’s continued commitment to stepping away from fast fashion, with both stores maintaining a strong emphasis on natural fibres and environmentally responsible labels. The move also gives the business room to grow, offering a broader selection for customers seeking clothing that aligns with their values.
An early September opening is on the cards, with a community celebration to follow shortly after. The addition of Fray will see the two stores sitting side by side in the heart of Maleny, offering locals and visitors alike a unique shopping destination grounded in style, comfort, and sustainability.
With this new chapter, Fiona not only cements her place in Maleny’s vibrant retail scene but also strengthens the town’s reputation as a hub for thoughtful, ethically driven fashion.